Edward William Bok (18631930). The Americanization of Edward Bok. 1921.

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book and began to read it. Since he had to wait for nearly an hour, he had read a large part of the volume when he was at last admitted to the private office. When his business was finished, Bok asked the publisher why this book was not selling.

I dont know, replied the publisher. We had great hopes for it, but somehow or other the public has not responded to it.

Are you sure you are telling the public about it in the right way? ventured Bok.

The Scribner advertising had by this time attracted the attention of the publishing world, and this publisher was entirely ready to listen to a suggestion from his youthful caller.

I wish we published it, said Bok. I think I could make it a go. Its all in the book.

How would you advertise it? asked the publisher.

Bok promised the publisher he would let him know. He carried with him a copy of the book, wrote some advertisements for it, prepared an attractive broadside of extracts, to which the book easily lent itself, wrote some literary notes about it, and sent the whole collection to the publisher. Every particle of copy which Bok had prepared was used, the book began to sell, and within three months it was the most discussed book of the day.